‘Clean Sri Lanka’ could be long-awaited national brand identity for tourism: Hiran

Saturday, 22 November 2025 00:06 - - {{hitsCtrl.values.hits}}

Notes country struggles to define its global identity despite possessing natural and cultural assets
Opines Sri Lanka must build enduring global brand like ‘Incredible India’
Says he “dreams” of Sri Lanka having equivalent national tourism brand identity like India

Jetwing Symphony PLC Chairman Hiran Cooray

By Charumini de Silva

Jetwing Symphony PLC Chairman and veteran tourism leader Hiran Cooray said President Anura Kumara Dissanayake’s “Clean Sri Lanka” initiative offers the country its strongest opportunity in decades to finally build a compelling and enduring national tourism brand.

Speaking at the India–Sri Lanka Tourism Forum this week, Cooray said Sri Lanka has long struggled to define its global identity despite possessing world-class natural and cultural assets.

In contrast, India’s “Incredible India” campaign has remained memorable and influential for years because of its consistency, clarity and evolution.

“On ‘Incredible India’, I dream every day that Sri Lanka will have a brand like that. We have had many attempts, but honestly, I can’t even remember most of them. Sometimes I feel jealous, angry and hurt that we are still searching for that identity,” he said.

He noted that India’s branding success lies not only in creativity, but in its long-term commitment. “Incredible India has refreshed itself over the years, yet the core remains strong and unified,” he observed.

Cooray stressed that Sri Lanka offers almost everything India showcases from diverse landscapes, cultural richness, beaches, wildlife and mountains; but continues to lack an identity that resonates globally.

But this, he said, is precisely where the President’s “Clean Sri Lanka” mission can transform the country’s image.

“Environmentally clean, ethically clean, politically clean, economically clean—this is a powerful message. It tells the world Sri Lanka is a place to invest, to travel, and to trust,” Cooray said.

He noted that ‘Clean Sri Lanka’ provides not just a slogan, but a values-driven national promise that can anchor tourism, investment, and global perception. By projecting a clean, accountable, and transparent nation, Sri Lanka can differentiate itself strongly in a competitive region.

“We already have the beaches, the mountains, the diversity. ‘Clean Sri Lanka’ could be our anchor,” he opined.

Cooray suggested that industry stakeholders and the authorities unite behind this emerging narrative and transform it into a long-term, recognisable national brand, one that finally gives Sri Lanka the global identity it has lacked for years.